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Marketing
2017, vol. 48, br. 2, str. 86-95
Metod posmatranja u marketinškim istraživanjima
Vuković Aleksandraa, Vuković Milovanb ORCID, Riznić Dejanb
aVisoka železnička škola strukovnih studija, Beograd
bUniverzitet u Beogradu, Tehnički fakultet u Boru, Srbija

e-adresa: mvukovic@tfbor.bg.ac.rs, driznic@tfbor.bg.ac.rs
Projekat:
Održivost identiteta Srba i nacionalnih manjina u pograničnim opštinama istočne i jugoistočne Srbije (MPNTR - 179013)

Ključne reči: posmatranje; vrsteposmatranja; prednosti i nedostaci; ispitivanje
Sažetak
U ovom radu su razmotrene osnovne odlike posmatranja kao posebnog istraživačkog metoda koji se koristi u istraživanju najrazličitijih društvenih fenomena, uključujući i pojave iz domena poslovanja i marketinga. Težište rada je na analizi prednosti i nedostataka koje prate primenu posmatranja. Takođe, posmatranje je upoređeno sa tehnikama prikupljanja podataka u okviru metoda ispitivanja u kojima se koriste prepoznatljivi merni instrumenti (anketa i intervju). Analiza ove vrste pokazuje da učesničko posmatranje, ukoliko se obavlja na sistematski način, može biti objektivnije od od tehnike anketiranja.
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O članku

jezik rada: srpski
vrsta rada: prethodno saopštenje
DOI: 10.5937/Markt1702086V
objavljen u SCIndeksu: 05.04.2018.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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